One of the biggest shifts I made in my sales approach was moving from product-centered messaging to customer-focused messaging. At first, it might not seem like a big deal—after all, as salespeople, we’re here to offer solutions. But I can tell you firsthand, once you make the customer the star of your message, everything changes. You go from sounding like every other salesperson to standing out as someone who truly understands and cares about the client’s needs.
Why Customer-Focused Messaging Matters
In a market filled with options, customers need more than a rundown of features and specs. They want to know that you understand them, their needs, and the unique challenges they face. A customer-focused message cuts through the noise and speaks directly to what matters most to them.
It Builds Trust and Connection
When we shift our focus to the customer’s world, we create an immediate bond. Suddenly, the conversation isn’t about what we’re selling but about how we can help them solve a problem or achieve a goal. This approach shows respect for the customer’s perspective and builds trust, which is the foundation of any strong business relationship.
My Journey with Customer-Focused Messaging
When I first started in sales, my pitches were packed with every possible detail about our product. I’d spend minutes (sometimes too many) explaining all the features, the specs, the design, you name it. I could tell my prospects were disengaged, and often, I’d hear, “Thanks for the information; I’ll think about it.”
The real turning point came when I started opening with questions about their specific needs. By focusing on their challenges rather than my product, I noticed they were more engaged, asking more questions, and—best of all—saying yes more often. It was like night and day. That experience taught me the power of putting the customer first in every interaction.
The Three Pillars of Customer-Focused Messaging
Shifting to customer-focused messaging doesn’t have to be complex. In fact, it’s simpler than it sounds. Here’s a breakdown of the three pillars that make it effective:
1. Start with Their Needs, Not Your Solution
The number one rule of customer-focused messaging is to talk about the customer’s needs before you mention your solution. They want to know you get what they’re going through before they’ll even consider what you’re offering.
When I sit down with a potential client, I ask questions like, “What’s your biggest hurdle in this area right now?” or “What would a successful solution look like for you?” These questions allow them to articulate what they need, and I can then tailor my message around their answer, instead of delivering a one-size-fits-all pitch.
Action Step: Start with a sentence or two that speaks directly to a common pain point or goal for your ideal client. Make them feel understood before you present your solution.
2. Highlight the Impact on Their Business
People respond to how something will affect them directly. Instead of focusing on all the details of your product or service, bring out the ways it will positively impact their business. Talk about time savings, increased revenue, reduced risk, or a better customer experience.
When I shifted to this approach, I would say things like, “With our solution, many of our clients have saved an average of 15 hours a week in administrative tasks, freeing up their team to focus on growth.” This simple change in messaging transformed the conversation from “Here’s what my product does” to “Here’s what my product can do for you.”
Action Step: Replace feature descriptions with benefit-driven language that speaks to how the product will improve their situation. Focus on outcomes they’ll experience as a direct result.
3. Make it Personal and Relatable
Finally, customer-focused messaging means making your story relatable and relevant to their specific situation. Instead of using generic language, personalize your message by connecting it to their industry, their market, or even specific challenges you know they’re facing.
For example, if I’m speaking with a client in the retail industry, I’d reference case studies or examples specific to retail. I might say, “In retail, we’ve seen our solution help companies improve their customer engagement by 30% by offering faster, more personalized service.” Relatability builds credibility, showing that you understand the nuances of their business and know how to solve their unique challenges.
Action Step: Whenever possible, bring in specific examples or stories from their industry or similar businesses you’ve helped. This creates instant relatability and shows you’re not just talking; you know how to make a real difference.
How to Build Your Customer-Focused Message
Creating a customer-focused message isn’t about reinventing the wheel; it’s about restructuring your existing approach to make the customer the focus. Here’s a quick framework to guide you:
- Open with Empathy: Address the client’s main concern or goal. Use phrases like, “We know how challenging it can be to…” or “Many businesses we work with struggle with…”
- Show You Understand Their Situation: Demonstrate that you’re familiar with their industry’s specific challenges or goals. This is where you build that initial connection.
- Present a Solution in Terms of Benefits: Share your solution by framing it around what it will help them achieve. Avoid going too deep into features at this stage; stick to the benefits that resonate with their goals.
- Wrap Up with Outcomes: Conclude by briefly outlining the positive results they can expect—time saved, money earned, higher customer satisfaction. Let them see the real-world impact of working with you.
An Example of a Customer-Focused Message
Let’s say I’m speaking with a client in healthcare. My message might go something like this:
“We understand that in healthcare, patient satisfaction and operational efficiency are everything. Many healthcare providers face long administrative tasks that take away from valuable patient care time. With our solution, our clients report an average 40% reduction in time spent on admin tasks, allowing their team to focus more on quality care. For example, we recently helped a similar healthcare provider streamline their appointment scheduling, reducing no-show rates and saving thousands annually. We’d love to explore how we could bring similar results to your practice.”
This approach keeps the focus on them, addresses their industry’s specific challenges, and highlights the outcomes they can expect—without a single self-focused brag.
The Impact of Customer-Focused Messaging
When I shifted to a customer-first approach, I saw a marked change in my sales numbers and client engagement. Conversations felt more genuine, and clients were quicker to make decisions. They didn’t feel like they were being “sold to”; they felt understood and supported.
A Final Word: Make the Customer the Hero
At the end of the day, customer-focused messaging is about making the customer the hero of the story. When you put their needs, challenges, and successes at the forefront, you’re doing more than just selling—you’re showing them a path to reach their goals.
In today’s competitive market, the companies that win are the ones that put their clients’ needs above their own. So take the time to shift your messaging, refine it, and make it laser-focused on the customer. It’s one of the most powerful things you can do to build stronger relationships, drive sales, and make a lasting impact.
